Can Comcast, Paramount and Charter Work Together To Grow CTV?

Blockgraph CEO Jason Manningham talked about the TV joint venture is courting local and small advertisers by promising them an easy way to do targeted ads on streaming.

Sponsored By Moloco & Epsilon

Takeaways:

• Blockgraph's Mission: The company provides a privacy-focused collaboration platform and household identity framework, enabling advanced video strategies for around 50 clients in the U.S.

• Addressing Industry Fragmentation: As the video industry has grown more fragmented, especially with the rise of streaming, Blockgraph aims to offer a consistent approach to integrating first-party data across various video platforms.

• Data-Driven TV: Blockgraph's goal is to centralize the way brands use data for Connected TV (CTV) advertising, making it more seamless for advertisers across different platforms.

• Capabilities: Blockgraph's collaborative framework allows the use of first-party data for targeting and measurement across the entire video ecosystem, benefiting both large and small advertisers.

• Challenges with Streaming and Privacy: One of the issues Blockgraph addresses is signal loss in the open web, which makes it harder to measure advertising performance effectively compared to TV.

• Future Vision: Blockgraph aims to grow its customer base from 50 to 500 clients, with the goal of making CTV more effective and driving ROI for advertisers.

Guest: Jason Manningham

Host: Mike Shields

Sponsor: Moloco & Epsilon

Producer: FEL Creative